Scope
Client
/
what we did
A viral launch campaign for Red Bull Racing and Secret Lab's first collaborative product.
Red Bull Racing partnered with Secret Lab to launch a co-branded gaming chair. They needed a hero asset that could perform across multiple channels and platforms from day one.
The brief was clear: create a launch video that feels native to each platform, reflects the shared values of both brands (engineering excellence, precision, and Red Bull's high-energy attitude) and can go live immediately at launch.
We delivered two platform-specific cuts within a week: one for Instagram and one for TikTok. Each was built to maximise performance on its channel.
RESULTS
Across two Red Bull Racing channels
Fans resonated with the campaign
Distinct cuts optimised for Instagram and TikTok
From final concept to ready-to-publish assets
We built the concept around what both brands stand for.
Working closely with Secret Lab, we grounded the creative in the shared DNA of both brands: precision engineering and Red Bull's signature visual style that’s attention-grabbing, fast-paced and full of personality.
Director Paula Pow led the shoot and worked directly with Red Bull Racing's pit crew on location. The concept shaped the production from start to finish and translated seamlessly to screen. It included storyboarded chair assembly shots that followed Secret Lab’s brand guidelines, alongside moments discovered on the day, such as sliding the chair from the pits to the arena.
We edited and delivered both films in under a week, including client revisions, ready for launch.
Creative
Concept development with client
Social-first storytelling
On-location direction
Production
Shot at Red Bull Racing facility
Directed by Paula Pow
Live direction of pit crew
Delivery
Instagram-optimised cut
TikTok-optimised cut
Turnaround under one week
Each film turned the product launch into a moment worth sharing.
Red Bull Racing and Red Bull Sim Racing published the campaign at launch. The content generated more than 1.5 million organic views and achieved an extraordinary 15.6% engagement rate across both channels. Rather than feeling like a standard product announcement, the films felt authentic to the Red Bull world, sparking an overwhelmingly positive response from fans.
By creating separate edits for each platform instead of relying on a single universal cut, we gave the campaign the best chance to succeed on Instagram and TikTok, meeting audiences in the formats they already engage with.
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